Tahap daya tahan perniagaan (business resilience) dalam premis penginapan skala kecil: Desaru, Johor

Abstract

Provision of infrastructure and facilities of small scale accommodation premises is complementary in catering the needs of tourist especially in accommodation sector. Accommodation premises that able to attract and satisfy customer needs normally will prevail and remain competitive in the market. Therefore, this research studies centred and focused on small-scale resorts at Desaru beach area. Objective and goal of this study is to identify the level of competitiveness of small scale resorts within the rapid development of big scale resorts, hotel and theme parks at the same area. The resorts involved in this research and studies are Batu Layar Beach Resort, Punggai Bayu Beach Resort, Chalet D’Punggai, Tanjung Sepang Beach Resort dan Punggai Indah (Z) Beach Resort. In order to achieve the objective of this research and studies, qualitative approach has been used on which researcher has conducted numbers of interviews with selected respondents. Results from this research and studies can be utilized by immediate stakeholders to assist and support the small scale resorts in ensuring they remain continuously competitive in the tourism industry regardless of the rapid growth of big scale resorts and hotels within the area.